Marketing, advertising & media intelligence

Griffin’s recently launched an online competition campaign called ‘Super Little Bakers’ via Assignment Group, which urges kids (or rather, their parents) to submit recipes to a micro-page within Griffin’s Facebook to go in the draw to win prizes. An overall winner will be crowned Griffin’s Super Little Baker of 2015 by the end of the week, after over 170 recipes were submitted.

The campaign has been running since late last month, leveraging itself off New World's Little Kitchen Promotion, which has seen many cute little bakers submitting recipes including Griffin’s products.

As well as Assignment Group, other key agency partners that worked on the campaign include MBM, Geometry Global and Tell Digital.

Part of the campaign are a bunch of videos of two little bakers whipping up a floury storm in the kitchen which have been posted to Griffin’s Facebook page.

Do you have a super little baker? Watch & share their recipe to be in to WIN: bikki.es/slb

"Everyone knows about New World's popular Little Kitchen promotion. As a family favourite New Zealand brand, Griffin's is a perfect fit. but this year was not just about the specially baked Super Wine collectibles in store," says Griffin's senior brand manager Hannah Fraher. "Griffin's really wanted to leverage the promotion in an even more super fun, super positive way."

The objective, she says, has been to get the next generation of bakers in the kitchen and sell a few Griffin's biscuits on the way.

She says the campaign has had an accumulative reach of almost three million (paid and organic). She says the launch video achieved the highest engagement across the campaign, reaching over 512,049 with a total reach of 914,129, that there's been 5.1 million impressions and 709,434 total engagements, with 385,3759 people taking action, including: 12,720 'likes', 692 post comments, 1,426 post shares, 21,719 link clicks, 1,021 page 'likes', 630,924 video views and 352,922 post engagements (video making up 98 percent of these engagements).

She adds this includes 65 bags of flour dropped and "18 tantrums (mostly from mums and dads)".

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Thinking outside the box: James Warburton and Mike Watkins on the future of APN Outdoor and billboards

After a performance that could be compared to stalling in 2017, StopPress sits down with APN Outdoor chief executive James Warburton, and general manager for New Zealand Mike Watkins, to hear how APN Outdoor is tracking financially, approaching the digital rollout and where they see the industry heading in the future.

Gold Sponsors

Silver Sponsors

Why we like it: Many brands worldwide put out ads and campaigns in light of International Women's Day last week, some with questionable reasoning (looking at you McDonald's). It's great to see inspiration paired with action with this particular campaign, with women able to make a call to a respective leader to ask career questions or get advice about a particular field. With 17 leaders available, including author Joy Cowley and scientist Michelle Dickenson, we hope many Kiwi woman took up the opportunity to chat.

Who's it for: Bags Not by Bcg2 and Go Well Consulting

Why we like it: A campaign that wants to save the world is a good one in our books. The 'Bags Not' campaign encourages Kiwis to say no to plastic bags and supports them to change their single-use habits. Short and sweet and not too preachy, the ad uses celebrities such as artist Dick Frizell and writer and TV presenter, Jaquie Brown to help Kiwi consumers make a behaviour change. However, the proof will be in the pudding to see if Kiwis can cut down on the 1.6 billion single-use plastic bags used each year.

Who’s it for: BNZ by Colenso BBDO

Why we like it: This is the second phase of BNZ’s ‘Bank of You’ and it continues the focus on community and empathy. Featuring different communities in different situations the ad shows banking is more than just suits and spreadsheets. From flower shops to friends, New Zealanders are diverse and so are their interests.